Mirella Breda (pictured) is joining Endemol-owned indie Initial in February as its creative director, leaving her post as a BBC entertainment commissioner.
She will be tasked with expanding Initial’s entertainment format output further into the UK and international markets. Breda will also create and produce new formats for those markets, and continue the development of Initial’s existing series, including Channel 5′s Big Brother and ITV’s Your Face Sounds Familiar.
She will report to Initial’s MD Nick Samwell-Smith, who was recently promoted to his current role from creative director in September.
In her time as a BBC entertainment commissioning editor, she worked with in-house and indie producers to develop and exec produce entertainment and factual entertainment formats and events for BBC1 and BBC2, including Masterchef, Mary Queen of Shops, Dragons Den, Celebrity Masterchef and Initial’s Total Wipeout.
She also held roles in the BBC features and factual entertainment commissioning department, with credits including Nigella’s Christmas Kitchen and The Hairy Bikers Ride Again, and has held senior development and production roles at RDF and Granada.
“Mirella has overseen some of the biggest entertainment hits on British television,” said Samwell-Smith. “Her extraordinary instinct for what viewers want is underlined by her stellar track record.”
“It’s been an absolute privilege to be a BBC commissioner but I’ve always been a program-maker at heart and I couldn’t turn down the chance to work with one of the best creative teams in the business,” added Breda.